- Advertisement -


Tuesday, 29 September 2020


New report reveals five key factors contributing to decline in charitable giving

- Advertisement -
NEW research by The Kite Factory and YouGov reveals the five barriers contributing to the decline in giving, including intrusive comms, transparency of progress and ease of donation, as well as lack of proximity to the cause and value exchange.

In the UK there are now 12% fewer individuals donating directly to charities than in 2014 (TGI: 2014 Q2 – 2019 Q2) and recruiting new donors has become increasingly expensive for many charity organisations.

Independent media agency and charity specialist, The Kite Factory has teamed up with YouGov to produce proprietary research examining the change in consumer behaviour in the context of charitable giving, the barriers to financially supporting charities and the actions charities can take to motivate support from potential donors.

Topline findings:

  • 65% of consumers stated the number one reason they were discouraged from financially supporting a charity was due to fundraisers being too persistent or intrusive.
  • Two out of five (42%) said they felt they are asked to donate through aggressive or inappropriate methods at least once a month.
  • 20% of over 55’s claim it is not acceptable to ask for donations at all.
  • Almost 1-in-3 (32%) consumers said that not understanding the work that a charity does for the cause would discourage them from donating.

In addition to the barriers to donation, the agency asked the 2,126 respondents using YouGov’s RealTime Omnibus what charities could do better to motivate them to donate.

This confirmed the need for a new approach to fundraising that reduces the need to ask in a way that aggravates while creating closeness and understanding and demonstrating impact while creating value for the consumer. 

The Kite Factory has developed an approach dubbed the ‘Engagement Framework’ that has successfully helped change the way charities like WaterAid, Diabetes UK, The British Red Cross and The Children’s Society deploy their fundraising strategies, whilst continuously testing to understand effectiveness in both the short and long-term.

Christian Taylor, Strategy Director at The Kite Factory said:

“This research is designed to help focus attention on five key barriers for individual giving and provide charities with a tool to create integrated fundraising communications that tackle the barriers most relevant to them.”

- Advertisement -
- Advertisement -

Stay Connected


Must Read

Charity on a mission to prevent 1,074,000 rabies deaths by 2030

MISSION Rabies, the charity dedicated to eliminating Rabies worldwide, has announced its new campaign "The Final Rabies Generation" that will launch on Monday 28th...

Alzheimer Scotland launches UK’s first virtual dementia resource centre

ALZHEIMER Scotland, the country's national dementia charity, has announced the launch of the pioneering Alzheimer Scotland Virtual Resource Centre which will provide a digital...
- Advertisement -

Employment News

Payzee Mahmod joins Savera UK as Survivor Ambassador

PAYZEE Mahmod, a prominent campaigner against 'honour'-based abuse, female genital mutilation (FGM) and forced marriage has been appointed as a Savera UK Survivor Ambassador.  A...

New Trustees for GroceryAid

GroceryAid has announced three new Trustees have joined the Board in 2020 - Mark McKenzie, Group Sales Director, Nestle UK & Ireland, Dawood Pervez,...

From Chairman to Patron, John Corless OBE continues his 50 years of supporting Phab

PHAB has announced that following his retirement in June as Chairman of Phab, John Corless OBE has accepted the role of Patron, succeeding Lord...

Related News

Battersea launches new Community in Ashford to help more dogs and cats

RESIDENTS of Ashford can now volunteer to help Battersea dogs and cats in need of a home, as the much-loved animal charity launches its...

NICE: CEO talking about the past few months at the charity

A Tale of Three Parts by Dr. Melanie Brown Chief Executive and Director of Services Pre-lockdown I often smile to myself when I think how my...

Colchester Foodbank breaks barriers at the latest Annual AGM

THE Colchester Foodbank broke new barriers at its annual AGM, getting its message to the people at an inaugural event in the Cooperative bank's...

Creative Land Trust announce the appointment of their first Artist Trustees

MALENE Oddershede Bach and Emmanuel Unaji join Creative Land Trust as Artist Trustees helping build a portfolio of long-term affordable artist studio space. The Creative...

Coalition of children’s charities win recognition for work to end physical punishment of children

A campaign by three children's charities which led to Scotland becoming the first country in the UK to end physical punishment of children in...
- Advertisement -